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May 21, 2021

Register for the 2nd Annual ISMS Webinar on Diversity, Equity, and Inclusion

Learn more about and register for the 2nd Annual ISMS Webinar on Diversity, Equity, and Inclusion: What has happened?  What next?

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May 21, 2021

Fellow in Consumer Behavior Award: Call for Nominations

ACR members are invited to send nominations for the Fellow in Consumer Behavior Award to the Fellows Nominating Committee by June 21st, 2021.


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March 22, 2021

The 2022 (Denver) ACR conference co-chairs have been announced.

On behalf of 2022 ACR President Jen Argo and the entire ACR Board, we announce the 2022 (Denver) conference chair team.


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March 08, 2021

ACR Conference 2021 -  October 28 - 31, 2021

This conference will be virtual. It will be a renewal of our community with a few new twists to spark conversations in service of professional growth and to benefit from our diversity. 
https://www.acrwebsite.org/go/ACR2021

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March 03, 2021

FINANCIAL DECISION MAKING - Call for Papers - JACR

Issue Editors: Abigail Sussman, Hal Hershfield, and Oded Netzer 
Call for Papers | Journal of the Association for Consumer Research | Volume 8, Issue 4

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February 06, 2021

In honor of Jerome Williams

Jerome Williams, In Memoriam


The light that burns twice as bright burns half as long. We are deeply saddened by the death of our dear friend, colleague, and mentor Jerome Williams. As a scholar, his record of award-winning and otherwise notable publications stretches back over 35 years, beginning interestingly enough with an ACR Special Volume in 1985.

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Conferences and Events

To stimulate research focusing on a better understanding of consumer behavior from a variety of perspectives.

Core Mission, Vision, and Values

To stimulate research focusing on a better understanding of consumer behavior from a variety of perspectives.

Journal of the Association of Consumer Research

The Journal of the Association for Consumer Research is a quarterly journal of thematic explorations from the Association for Consumer Research. The mission of JACR is to broaden the intellectual scope and interdisciplinary influence of the Association for Consumer Research.

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Our Research

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Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

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Featured

I1. Blaming Him or Them? A Study on Attribution Behavior

Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China

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Featured

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

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Featured

I11. Self-Presentation in the Mating Market: The Influence of Gender and Sexual Orientation on Profiles on Tinder and Grindr

Chaim Kuhnreich, Concordia University, Canada
Lilian Carvalho, FGV/EAESP
Gad Saad, Concordia University, Canada

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Featured

Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources

Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada

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Featured

O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results

Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China

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Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.